IT's Effect on ASDA Marketing

This report examines the effects of Information Technology (IT) on the marketing of ASDA, a leading British supermarket. Using a qualitative research approach and a case study design, the report analyzes data collected from ASDA marketing employees through questionnaires and secondary sources (books, journals, online resources). The findings reveal that IT plays a significant role in ASDA's success, providing competitive advantages through cost-effective marketing activities. ASDA utilizes various IT sources, including blogs, customer relationship management systems, emails, websites, and social media, to reach target customers and enhance brand image. While IT offers benefits like increased sales, profitability, and customer base, limitations such as high training costs and the need for regular technology upgrades are also identified. The report concludes with recommendations for ASDA to optimize its IT-driven marketing strategies, including a balanced use of traditional and modern tools, regular employee training, frequent market research, effective financial resource management, flexible internal policies, and a proactive approach to market trends. The study contributes to understanding the impact of IT on marketing in the competitive UK supermarket sector.

To examine the effects of Information Technology
(IT) on Marketing of organization: A case study of
ASDA

TABLE OF CONTENTS
Acknowledgment.............................................................................................................................4
Abstract............................................................................................................................................5
CHAPTER 1: INTRODUCTION....................................................................................................6
1.1 Background of the study........................................................................................................6
1.2 Research aim and objectives..................................................................................................8
1.3 Research questions.................................................................................................................8
1.4 Significance of the study........................................................................................................9
1.5 Structure of the study.............................................................................................................9
Chapter 2 : Literature review ........................................................................................................11
2.1 Introduction..........................................................................................................................11
2.2 Role of information technology in today's competitive world ...........................................11
2.3 Sources of information technology through which marketing can be done........................14
2.4 Role of IT in marketing products of retail organizations.....................................................16
2.5 Impact of information technology on marketing tactics of firm..........................................19
2.6 Conclusion...........................................................................................................................21
Chapter 3: Research methodology.................................................................................................22
3.1 Introduction .........................................................................................................................22
3.2 Research philosophy ...........................................................................................................22
3.3 Research approach ..............................................................................................................23
3.4 Research type.......................................................................................................................23
3.5 Data collection ....................................................................................................................24
3. 6 Research design .................................................................................................................25
3. 7 Sampling.............................................................................................................................25
3.8 Data analysis .......................................................................................................................26
3.9 Reliability and validity ........................................................................................................26
3.10 Ethical consideration..........................................................................................................27
3.11 Limitations of the study ....................................................................................................27
Chapter: 4 Findings and results .....................................................................................................28
4.1 Introduction .........................................................................................................................28
4.2 Description of sample .........................................................................................................28
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4.3 Results and Analysis............................................................................................................28
Chapter : 5: Conclusion and recommendations.............................................................................47
5.1 Introduction .........................................................................................................................47
5.2 Summary of results..............................................................................................................47
5.3 Conclusion ..........................................................................................................................48
5.4 Recommendation.................................................................................................................50
5.6 Contribution of the study ....................................................................................................52
5.5 Limitations ..........................................................................................................................52
5.6 Directions further research...................................................................................................52
REFERENCES..............................................................................................................................53
Appendix .......................................................................................................................................56
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ACKNOWLEDGMENT
First of all I owe my gratitude to my mentor who has motivated me and guided me during
the entire study. I am also very thankful to all those people which has supported me in carrying
out this study in the best possible manner. Along with this, I owe my thanks to my friends and
family members for their support which they have provided to me while carrying out this study.
In the end, I would like to thank my team members and colleagues who have assisted me in
collecting data from various sources and analyzing the same.
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ABSTRACT
The main purpose behind carrying out this study is to assess the effects of Information
Technology (IT) on Marketing of organization. Information technology has been started to play
very important role in success of businesses. In order to analyse the tools of information
technology and its effect on marketing supermarket sectors in retail industry of UK has been
selected. In order to carry out the present study in more appropriate manner Asda which is one of
the leading brands in supermarket sectors has been taken into consideration. Furthermore, with
the help of this study, the organization will become aware about the ways through which it can
improve its overall marketing activities. It has become very important for businesses such as
Asda which are operating in retail industry to carry out effective marketing activities as the
competition among businesses has become very intense.
There are various tools of information technology such as emails and social media which
helps businesses to promote their products and services. Along with this, it also supports
businesses in developing good relations with all its potential customers. In the present study,
both primary and secondary sources of data collection has been used. The primary information
about effects of Information Technology (IT) on Marketing of organization is gathered from
marketing employees of Asda. On the other hand, various books, journals and online sources are
used to collected secondary data. The researcher has used qualitative technique of data analysis
in which various themes are developed to present findings of the study. After carrying out this
study, it can be concluded that information technology has direct and positive impact on the
overall marketing activities of Asda.
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CHAPTER 1: INTRODUCTION
1.1 Background of the study
The role of information technology is imperative in today's scenario because of changing
life style of people and globalization of businesses. For every business it is very important to
make use of upgraded information technology thereby competitive edge can be created. It is the
only technology which facilitates corporation to expand business at global level and increase
customer base (Clow, 2007). With the help of effective communication technologies
management of corporation create positive attitude among buyers. This is because technology
reduces impact of barriers related to distance, integration and collaboration (Barnes and
Scornavacca, 2004). Without making use of upgraded technology it is impossible for retail
industry to survive in competitive market for long run. However, marketing and communication
technology both are related to each other. It is because if company uses effective marking tactic
to attract customers then there will be use of technology. It supports businesses to interact with
number of parties and address issues which are being faced by them. In this regard, technologies
used by current businesses are; social media, mobile phones and internet (Mangold and Faulds,
2009). All these technologies facilitate companies to explore their network through wide areas
and communicate detail related to products and services among large number of buyers. It shows
that in order to formulate effective marketing strategies businesses require active role of
technologies (Duermyer, 2015). At this juncture, IT corporations are developing different kind of
technologies and promoting their offering by using right kind of mode of communication. For
example, website and social media marketing are used by organizations to make customers
aware with regards to product and services (Lin and Huang, 2006).
Present study is based on Asda Stores Limited, a British founded supermarket that
provides Grocery, financial services and general merchandise. The cited organization lays
emphasis on marketing promotion in context of price (ASDA, 2016). It facilitates to attract more
buyers. However, information related to price and other promotional offers are communicated
with use of effective techniques like internet. It is the only way to create competitive edge of the
firm along with increased rate of return as well as high customer base. The division of Asda
Supermarket formed in 2009 and the number of its outlets increased till 26 by 2010. “Asda
Living” is first general merchandise store of Asda which consists of non-food range such as
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electronics, toys, clothing and health as well as beauty products. Along with that, homewares are
also included to meet requirement of different kind of buyers. Thus, company offers it wide
range of products and services with help of effective marketing strategies. It leads to create
competitive edge and meet long as well as short term objectives of firm (Ghazisaeedi, Pitt and
Chaharsooghi, 2007). Company has started its online retailer services in 1998 to avail products to
customers in easy manner. Such kind of innovations increased flow of production and sales
turnover of organization as it addressed time related issues of potential buyers. Furthermore,
there are some competitors of Asda such as Tesco, Marks & Spencer and Sainsbury. However,
Tesco is the major competitor which adopts number of marketing strategies with the use of
effective communication technique. In this regard, Asda also uses appropriate tools and
procedure to target large number of buyers (Pracejus and Olsen, 2004).
The field of marketing requires innovation and creativity in its products and services.
Asda used its 'Asda price' campaign to attract more buyers and influence them to take quick
purchase decision. Similarly, '” That's Asda Price” and 'Jingle' are some of its advertisement
through which marketing scenario was made effectively. It shows that, for promoting such kind
of offers company uses information technology by preparing right advertisement. It reflects that
companies actively form strategies by taking into account effective information technology
(Kim, Choi, Qualls and Han, 2008). Without assistance of upgraded technology creation of
competitive edge becomes quite typical task. This in turn management uses effective
technologies to achieve their goal by putting equal attention on price, cost and growth of
corporation in long run.
Retail sector requires interacting with customers in order to attract them towards products
and services (Lu and Julian, 2007). However, increasing competition is the serious issue through
which company faces problem in retaining customers for longer time span. In current era
technology is becoming the necessity of every business so that they can communicate with their
buyers (Wong, Chan and Leung, 2005). Also, use of upgraded technology aid to provide
additional services and get feedback from customers on right time. At this juncture, management
of corporation need to use appropriate technique for marketing of products and services.
However, the major problem faced by company is related to use of appropriate technology in
formulating marketing strategy. Owing to this, present research is conducted to examine the
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effects of information technology in today's competitive supermarket sector. It lays emphasis on
role of IT department in marketing of selected organization. Therefore, analysis has been been
done to assess the various information technology and selection of the best one in order to
approach large number of buyers on right time. Furthermore, positive and negative aspects of
information technology have been assessed which in turn marketing is done in an effectual
manner.
1.2 Research aim and objectives
Research aim and objectives are formulated as follows which assist researcher to conduct
study in right manner-
Aim:
To examine the effects of Information Technology (IT) on Marketing of organization: A
case study of ASDA.
Objectives
The objectives of study are made in accordance with aim. It is because a single aim of the
research is broken into small parts to gather relevant information in appropriate manner. These
are formulated as follows-
 To identify the role of information technology in today's competitive supermarket sector
 To analyze various information technology source through which marketing can be done
by ASDA
 To examine the role of IT on marketing of ASDA
 To recommend various ways through which ASDA can improve their marketing
1.3 Research questions
Research questions are formulated as per the aim and objectives of study. It enables
scholar to conduct study in right manner and collect large amount of data for the same. For the
current study on examination of effects of information technology on marketing of organization
following research questions are made-
 What is the role of information technology in today's competitive supermarket sector?
 Analyze sources of information technology through which marketing can be done by
ASDA?
 What is the role of IT on marketing of ASDA?
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 What are different ways through which ASDA can improve its marketing?
1.4 Significance of the study
Information technology has vital role in implementation of effective marketing strategies
of an organization. It facilitates to reduce time taken in implementing marketing strategies and
also bring positive outcome for organization in less time (Mangold and Faulds, 2009). However,
it is very important for corporations to select appropriate tools on the basis of monetary and non-
monetary cost (Arnott and Bridgewater, 2002). Owing to this, present study has been conducted
to examine effect of information technology on marketing. It aids to provide detail information
with regards to contribution of IT in successful operation of business. Thus, study provides valid
suggestions to organizations operating in retail industry. It assists management to choose the best
technique on the basis of requirement of business so that competitive edge can be created along
with increased rate of return. Furthermore, present study is helpful for those who are doing thesis
in the field of marketing or information technology. The support is provided to them in writing
literature review and drawing valid conclusion on the basis of findings of the study. Moreover,
current dissertation on examination of effects of information technology on marketing proves to
be effective in other industries like hospitality and leisure. It enables management to resolve
issues which are being faced in the field of marketing.
1.5 Structure of the study
The structure of dissertation is the very important which provides detail information
related to all chapter to be covered in the study. It assists readers to gather necessary information
of study to draw valid conclusion effectively. Following chapters are covered in the current
study- Chapter 1: Introduction-It is the basic chapter of study which consists of background,
rational as well as aim and objectives. It assists readers to gain deep understanding with
regards to research topic or problem under investigation. This section of dissertation also
provides general introduction related to research topic and selected organization. Chapter 2: Literature review-This is the second chapter of study which is completed in
accordance with research aim and objectives. Under this researcher gathers secondary
information related to topic to produce valid outcome for the study.
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 Chapter 3: Research methodology-After completion of second chapter, the next chapter
of research methodology begins. It provides description related to research methods used
in the study for the purpose of data collection, analysis and sampling. This chapter aids to
conduct study in structural manner to produce valid outcome. Chapter 4: Data analysis-The chapter of data analysis is started after completion of
research methodology. This chapter actually depicts evidence related to collected data
and achievement of research aim and objectives. It assists scholar to draw meaningful
outcome and accordingly provide recommendation to resolve the described research
problem. This in turn strong base is provided to research so that research aim and
objectives can be fulfilled. Chapter 5: Recommendations and conclusion-This is the last chapter of dissertation
where researcher discuss the findings of fourth chapter. It aids to provide
recommendation in accordance with results. Furthermore, valid conclusion is drawn in
order to show outcome in right manner.
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CHAPTER 2 : LITERATURE REVIEW
2.1 Introduction
Literature review is a very important aspects of a dissertation in which a scholar present
the data collected from various secondary sources. This part highlights the view point of various
authors and other researchers on the topic under investigation. It also helps scholar to find out the
areas which were lacking in previous researches conducted on the same topic. The topics
covered in the present study includes role of information technology in today's competitive
world, sources of information technology through which marketing can be done, role of IT in
marketing products of retail organizations, impact of information technology on marketing
tactics of firm. This section will provide the researcher with in-depth knowledge about effects of
Information Technology (IT) on Marketing of organization.
2.2 Role of information technology in today's competitive world
In the present scenario, information technology has become the very important aspects of
every business organization. From big multi-nation organizations to a small business, technology
has started to play a significant role in growth and development of a company. According to
Davenport, (2013) technological advancements in the field of communication helped business at
international level to interact with each other in a very cost effective manner. On the other hand,
it has also helped business to carry out their marketing activities in impressive manner and get
the best results (Davenport, 2013). With the introduction of computers, the entire operations and
activities of organizations has gone to a next level (Sozinova and Fokina, 2015). Technology
supports in making sure that various department of a company functions smoothly. Businesses
also become capable of identifying changes happening in global business environment with the
help of technological tools and techniques. As per the view of Bhatt, Grover and GROVER,
(2005) organizations are also able to meet the demand and supply of their products and services
in the best possible manner. Technology has also provided outstanding results and benefits in the
field marketing (Bhatt, Grover and GROVER, 2005). Nowadays with the help of tools such as
customer relation management system, businesses can easily identify their target customers and
market. This help them to grow and expand their operations in a very efficient manner. has
explained that Jayachandran and et al (2005) technology also assist in developing and maintain
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good relationship with all the potential customers. IT and marketing when works together they
contribute a lot in the growth and success of a firm (Jayachandran and et al 2005).
In the modern era, information technology has become one of the key and a major driving
force in most of the businesses. One of the main reason behind using is IT is that it helps
organizations to manufacture and sale their products in effective manner. However, Brady,
Fellenz and Brookes, (2008) argued that along with benefits, information technology has some
disadvantages which needs to be taken care of by companies. This includes expenses and cost
which are required to bear by businesses at the time of implementing IT (Fellenz and Brookes,
2008). Sometimes organizations needs to incur expenses on hardware, software and on training
of workers which are not familiar with the two. To a certain extent the maintenance of system is
also very costly. Businesses that use advanced information technology are required to appoint
skilled technician which are capable enough to deal with problems associated with troubleshoot
and repairs. As per the view of Cravens and Piercy, (2006) it is only because of information
technology that businesses are now able to sell their products and services via online. This has
reduced overall cost as organizations are not required to bear expenses such as rent, electricity
and staff at the time of operating online (Cravens and Piercy, 2006).
In the present scenario, both marketing and information technology has become essential
for success of an business enterprise. Marketing helps organization to make people in market
aware about its products and services offered. Along with this, it also aims at creating need and
demand in the mind of customers. On the other hand, information technology supports in
lowering down cost and operate in more effective manner. Nowadays the integration of IT and
firms marketing activities have started to provide various benefits to organizations (Overby,
Bharadwaj and Sambamurthy, 2006). The introduction of technological tools such as emails,
mobiles, social media etc. have taken companies to new heights of success. Today most of the
firms are using marketing strategies which are integrated with information technology. At the
time of using information technology in marketing, businesses are required to become aware
about its advantages and disadvantage. Technological has changed the way how businesses used
to carry out their marketing activities in order to attract customers and increase sales. Along with
it has also provided the marketers with some cost effective techniques to advertise and promote
their products.
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